What Works Better in Nutra: UGC Videos or “Before/After”?

Nutra remains one of the most stable verticals in affiliate marketing, yet one debate never stops: which creatives bring better CR, ROI, and long-term stability — UGC videos or classic “before/after” photos?

We collected data from teams running dozens of GEOs and hundreds of offers — from weight loss to cardio and blood sugar products — plus insights from networks that review thousands of creatives every month. The result is an objective picture you can use as a foundation for launching and scaling.

Why Did This Question Even Arise?

Over the last two years, the creative market has changed dramatically:

• Stricter moderation (Facebook, TikTok, Google),
• Increased competition,
• More educated users,
• Video becoming the standard format.

Because of this, many teams started moving away from aggressive “before/after” creatives and began testing UGC videos — where a product is shown by a “regular person” who talks, explains, and shares their experience.

But is this format always better? Not exactly.

“Before/After” — The Old but Still Very Much Alive Format

Even with tougher moderation, before/after creatives continue to deliver the best instant CTR and CR on cold traffic.

Why?

Advantages of “Before/After”

Instant effect
The user understands what the product does in a single second.
This is crucial for weight loss, joints, varicose veins, dermatology, and male health.

High scroll-stopping power
Especially in TikTok and the FB feed — visual contrast works like a magnet.

Perfect for mass traffic
Newspapers, push, teaser ads — CR is 2–4× higher.

No complicated production needed
A couple of photos is enough to test an offer.

Disadvantages

High moderation risk
The main drawback. FB, TikTok, and Google can reject the account or the creative.

Decreasing trust
Users are smarter now — they understand many photos are stock or fake.

Weak CTR on warm traffic
People want stories, emotions, explanations — photos don’t provide that.

Very limited scope
Amazing for weight loss, useless for diabetes, blood pressure, prostate health.

UGC Video — the New Standard, but Not a Magic Bullet

Videos from “ordinary people” gained popularity due to fewer bans, more trust, and a modern format.

Advantages of UGC

High level of trust
A real person sharing their experience works better than any photos.

Easier moderation
Especially when avoiding direct promises or medical claims.

Better attention retention
People watch UGC longer, which improves traffic quality and reduces CPA.

Fits any nutra offer
Weight loss, prostate, hypertension, sugar, joints, skin — everything can be adapted.

Strong impact on LTV and repeat purchases
Several teams report +20–35% more repeat orders because buyers feel the product is “real.”

Disadvantages

Expensive and slow production
A good video requires an actor, script, and editing.

Doesn’t always work on cold traffic
People may scroll past without listening.

Dependent on the actor
A poor delivery ruins the entire creative.

Not suitable for aggressive angles
In some GEOs, it’s easier to sell with a “picture” than a “story.”

Metrics Comparison: Who Wins “By the Numbers”?

Average data from 14 offers and 9 GEOs:

Criterion	UGC Video	Before/After
CTR	lower (0.8–1.5%)	higher (1.8–3.5%)
CR landing → lead	higher (20–35%)	lower (10–18%)
Moderation pass rate	high	low
Lead cost	medium	low
Purchase cost	lower	higher
Warming & LTV	🔥 best	weaker
Launch speed	low	high
Better for mass traffic	no	yes
Better for expensive traffic	yes	no

Main takeaway:

👉 Before/after is great as initial creatives to see if an offer works.
👉 UGC videos are the best format for scaling, warming up users, and achieving stable sales.

GEO Dependence: What Works Where

Where “Before/After” Wins

• LATAM (EC, PE, BO, GT, HN)
• SEA (PH, MY, ID)
• Eastern Europe (RO, BG)
• Africa (KE, NG, GH)

Reason: visual formats have stronger impact on audiences that want results “quickly, clearly, and immediately.”

Where UGC Videos Work Best

• EU (ES, DE, FR, IT)
• USA/Canada
• UAE/SA
• Mexico
• CIS

Reason: demanding audiences, sensitive to fakes, value explanations and real stories.

What to Use in 2025? What to Test First?

The right approach is not to choose, but to combine.

Best testing scenario:

1. Start with “before/after”
   • Quickly see the response and whether the offer is promising.
2. If CR is good → create UGC videos
   • Then scale with higher-quality traffic.
3. Test hybrid formats in parallel
   • UGC video with “before/after” insert
   • Talking head + graphics
   • Animation + real review

This framework delivers the most predictable results.